3 reasons strong CX is the key to supporting customer channel-shift

Facilitating lasting channel-shift requires dedication to customer experience excellence. A well-crafted multi-channel strategy will support customers moving to the channels that are most efficient. This can have a direct effect on operational success, with a 5% reduction in the customer churn rate increasing profits by 95% [Bain & Company,Prescription for cutting costs (Oct 2014)].

1. Customer expectations are already high

Today’s enlightened and demanding customers expect brands to make their core services available across multiple channels. They want to be able to step away in the middle of a journey in one channel, and pick it up (seamlessly) in a different channel.

They don’t care about the technical complexity of supporting channel-hopping users across a growing range of devices and touch-points - they just want it to work, first time, every time. They expect to be able to self-serve or speak to a real human being, depending on how they’re feeling.

2. Brands are making CX their primary focus

Most digital experiences are poor because customer satisfaction is not being prioritised by brands. Accenture found that 85% of customers are frustrated with companies that don’t make it easy to interact (do business) with them. 58% are frustrated with inconsistent cross-channel experiences [Accenture’s 2013 Global Consumer Pulse Survey (n=13,168 consumers)].

Brands have switched on to this and are now investing in customer experiences that support self-serve across multiple channels. A 2014 Gartner survey found that 89% of companies plan to compete primarily on the basis of the customer experience by 2016 [Gartner 2014 survey: Marketing Is on the Hook (n=200 responsible for customer experience, revenue > $500M)].

3. Customer experience measurement is maturing

To improve cross-channel self-service, organisations should focus on making tasks simple and journeys more memorable. Achieving these aims requires the creation of an omni-channel content and experience strategy, and the effective configuration of CMS and other tech tools.

Measuring the quality of CX requires analysis of goal-completion, and an understanding of both the effort required and emotions felt during any interaction. In this complex world of multi-channel experiences, measures such as NPS are becoming less prolific for decision making - there are now better tools.